How we helped a global drinks player
build and land a strategic pricing plan.

1. How we helped a global drinks player
build and land a strategic pricing plan
August 2020

2. 2
“Working with Oxford
created the catalyst for progressive change in our business and built the
ambition, belief, and capability to take pricing as a positive driver of growth.
Working through the detailed journey from recommendation to
implementation was a fluid process and one that was invaluable for the
future outlook of our business”
Commercial director,
Global Drinks Player

3. 3
Background
Leading global soft drink player delivering strong
volume growth year on year
The
brief
Challenge
Continue to grow volume sales and market
share whilst improving structural profitability
Deliverable
Build an evidence-based 3 year strategic pricing
plan and enable us to land it with the trade

4. 4
What made
the difference?
1/ The Oxford team brought the analytics simulation of
different pricing plans to enable decision making
on the best way forward
2/ Expert Oxford coaching brought challenge and build
thinking to co-create their strategic pricing plan
3/ We brought their commercial team together to look at pricing
from different perspectives helping them reach a common
view and plan
4/ Built tailored thinking tools, selling story and negotiation
skills build for KAMs that enabled them to land the plan

5. 5
The
outcome
High net price increase
Price increase landed with
all customers
Streamlined promotions
Elimination of all profit dilutive promotional mechanics
and optimisation of less effective promotions
Clear implementation of strategy
Execution of clear price, pack strategy
for each trade channel
Improvement in structural profitability
Delivery of profit goal and establishment
of profit mindset across the commercial team

6. 6
If you have a
similar challenge,
get in touch and we can discuss
how we can help.
Thomas Fiala
Associate Sr. Partner DACH/CEE
Oxford

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Thomas Fiala
Thomas.fiala@oxfordsm.com